Please use this identifier to cite or link to this item: https://ir.swu.ac.th/jspui/handle/123456789/11930
ชื่อเรื่อง: Understanding social media effects across different parties' interactions
ผู้แต่ง: Rungsrisawat S.
Chankoson T.
วันที่เผยแพร่: 2020
บทคัดย่อ: This study examined the contagion effects of social media on different parties, such as producers, retailers, and consumer. Further, we empirically investigate the contagion effects of the social media and their ultimate impact on multiple performance meas- ures. The findings give new insights into the contagion effects of social media usage across the distribution channel and important social influence mechanisms that enhance these effects. In line with the hypothesis, efficient use of social media contributes to retailer and brand performance, and consumer-retailer loyalty. In light with the advancement of technologies and growth in social media applica- tions, this study provides a framework to promote usage by supply channel, which ultimately influences performance-related outcomes. © 2020 by the authors.
URI: https://ir.swu.ac.th/jspui/handle/123456789/11930
https://www.scopus.com/inward/record.uri?eid=2-s2.0-85092469469&doi=10.9770%2fJSSI.2020.9.4%2821%29&partnerID=40&md5=264a3e88eb670ae2568acd8bc60482d6
ISSN: 20297017
Appears in Collections:Scopus 1983-2021

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